Communicating the Invisible: Media Representations and Perceptual Barriers of Drought Risk in Hungary
Abstract
The research examines how drought risk and water scarcity are represented in the Hungarian digital media space, with particular attention to textual patterns, psychological and interpretative barriers, and the role of visual elements. Its long-term goal is to develop a differentiated communication framework that supports cooperation in drought prevention and management, especially within the Danube River Basin. The study is based on qualitative media content analysis supported by artificial intelligence tools. It covers online news articles, social media content, and governmental communication published between September 2024 and September 2025, with particular focus on narrative structures, modes of audience addressing, and the impact of visual elements on text comprehension. Preliminary findings suggest that communication about the water crisis often generates fear, which weakens societal response. Strengthening trust and risk awareness would be essential; however, loss-oriented, technocratic language continues to dominate the narratives, while emotionally resonant storytelling and locally grounded visual elements remain underrepresented. Drought communication is effective when it is scientifically grounded while also being culturally and linguistically accessible. An approach that integrates psychological considerations and tailors visual and textual messages to specific target groups can strengthen societal resilience and adaptive capacity.
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